Facebook advertisers now use Facebook, Messenger and Instagram Ads to start a conversation with their users in Messenger. users now can have a Send Message button on the stories they are and can start a conversation with the brans without switching to a different app.
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Impact:

According to Facebook, there are more than 40 million businesses active on Messenger which has a huge fan base which will get the maximum benefit for the advertisers to engage with users and increases their conversion cycles. The Messenger templates have to be set up in the facebook ads account to avail this new Feature